Methods of persuasion Chapter 17 Recap
Aristotle’s three appeals ETHOS LOGOS PATHOS
Ethos: Credibility Credibility – is this speaker qualified to talk about this topic? Competence (the speaker is intelligent and knowledgeable of the topic) Character (the speaker is sincere, trustworthy, and has a concern for our well-being) Types of credibility Initial Derived Terminal Enhancing credibility Explain your competence Create a common ground; connect with audience Strong delivery
LOGOS: Logical appeal Use evidence Make sure it is specific, new, clear and credible Reasoning (drawing conclusions from the evidence) Reasoning from specific instances (specific general) Reasoning from principle (general specific) Causal Reasoning (cause and effect relationship) Analogical Reasoning (comparing 2 similar cases) Avoid error in reasoning (fallacies) Hasty generalizations, false cause, invalid analogy, bandwagon, red herring, ad hominem, either-or, slippery slope, appeal to tradition, appeal to novelty
PATHOS: emotional appeal Want audience to feel specific emotion (e.g. fear, compassion, pride, guilt) How do speakers accomplish this? Language Choice Vivid Examples Sincerity Ethics + Emotions = ? Usually considered inappropriate/unethical when discussing question of fact Ethical if: Appropriate for speech topic Not used as a substitute for evidence and reasoning Combined with reason
How do you fit these into your organizational pattern? Consider during in-class speech (MMS)